UNTETHER.tv was the official broadcast partner for the recent Mobile Innovation Week and this is one of the sessions we had while on location in Toronto.
Here’s another all-too-short session with a knowledgeable person in mobile – this time it is Phil Barrett now Senior Director Digital Marketing at handset maker RIM (Phil was with BStreet Communications at the time of this interview). Phil discusses the need to move into mobile as a brand, the need to target effectively and the need to create awareness through traditional channels in order to succeed.
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About Phil Barrett
Phil Barrett is the Vice President, Digital & Mobile with B-Street communications for both the Toronto and London UK offices.
He provides leadership, strategy and insight for Fortune 500 clients in the areas of usability, online media, search engine marketing, email and social media. Phil’s wheel house also includes programs that incorporate SMS, mobile web, mobile applications, bluetooth, 2d codes and emerging mobile platforms.
Phil is a true integrated marketer working both with online and offline channels even though he believes that print is only undead when it includes a call to action to a website, text message, phone number, or something really cool like an augmented reality code.
Phil has been designing, developing, working, and marketing in the interactive space since 1993 when he discovered during his interface design class at Cornell University that blinking text on a grey background on something called “mosaic” was way cooler then anything they were doing in Director for CD-ROMs.
Phil has been a frequent contributor to the mobile ecosystem through his mobile and interactive blog, and through several speaking engagements with Marketing Magazine, Strategy Magazine, American Marketing Association, Incentive Works and many others. His most recent presentation on “Wap vs App” was given recently as part of Marketing Magazine’s Mobile Marketing 2.0 conference. Phil has also been a senior judge for the Canadian Marketing Association (CMA) annual marketing awards in the digital category.
In his spare time, he also sits on the board of directors for the Canadian Ski Instructors Alliance (CSIA) Ontario and leads all marketing and communication efforts.